December 5, 2012
Article By: Brent Adams

ADCentricity conducted a digital out-of-home research study for an American life insurance brand in September and October, and the results have proven that digital signage and digital place-based advertising to be an effective medium.

The objectives of the study included developing brand awareness and association, advertising message recall, and purchase intent and product usage.

There were three digital place-based venue types — fitness centers, doctor's offices and pharmacies. Two media channels were used — digital signage and in-store radio. The advertisement comprised 42 percent of the total loop at the fitness center, 10 percent at one doctor's office, and 4 percent at the other doctor's office and the pharmacy's audio advertising.

Age-wise, 26 percent of the audience were between 18 and 34 years old; 41 percent were between 35 and 54; and 32 percent were older than 55 years old. Sixty percent of the respondents were women while 40 percent were men.

Fifty percent of the respondents noticed the digital screen advertisement, 28 percent unaided, 22 percent aided, and 38 percent recalled seeing an insurance ad. Sixty-eight percent of the respondents recalled seeing the branded advertisement.

However, only 10 percent of respondents said they planned to purchase life insurance in the next 12 months. Despite this low number, 43 percent of respondents said they already had life insurance. And five percent said they were much more likely to consider purchasing life insurance, while 10 percent were extremely likely to recommend the brand, both after seeing the on-site advertisement.

Research Lite provided insight to the study. It is an extended service that includes fully customized research studies to measure digital out-of-home campaigns in North American markets. It is a turnkey solution from ADCentricity and Peoplecount to measure insight and effectiveness on return on investment and return on objectives.

— Source: http://www.thelbma.com/files/323-LBMA - peoplecount.pdf

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